Alessandro Innocenti

How shopping migrates online

The daily barrage of marketing news tells us that young people armed with smartphones are changing the way shopping happens. As a headline, the story is true. Mobile commerce is real — purchases via smartphones are forecasted to hit $108 billion in the U.S. by 2017, one-fifth of total e-commerce. And millennials are leading the way — mobile is the most popular device for their retail activities, from browsing to buying. Dig deeper and the story is becomes more (and less) true depending on the product. Clothing, books, music, movie tickets are examples of products in advancing stages of mobile-millennial disruption. ….[READ]